First off, there are many of the Hoenn pairs (Zangoose + Seviper, etc.) who need an evolution more than Luvdisc. A lot more. But as much as I would have *wanted* that, this is no doubt in my mind a Luvdisc evo.
Secondly, I guess you have to give GF **some** kind of credit for doing this. Luvdisc has been in the NU (Never Used) tier for as long as it has been around, and although I am not a competitive player, this saddens me. Mostly because it seemed so kick-a** when Wallace used it on his team. But I digress.
Third: going on with my second point, maybe this won't be so bad. Look at what Electivire gave to Electabuzz's status both in and out of competitions. If GF plays this Luvdisc-evo card right, then maybe we may soon find it in the UU (Under Used) tier, which is still a better place than NU.
But I swear, if in later generations, or even in this one, I find that there is another Luvdisc evo or a pre evo...I just don't know. >.>
EDIT: I also forgot to mention that I find it very funny how people are now somehow thinking that this is not a Luvdisc evo. From it's design, it is pretty obvious. First, we had Munna, who wasn't even the same color or shape as Drowzee. The only similarities were the type, description, and likeness to the same animal, and even those were sketchy calls. Now, we have the same color, shape, look, plus much more to prove that this pokemon is in fact Luvdisc's evo, yet people are claiming that it isn't. Then may I ask if any of you naysayers feel compelled to *also* point out how this *completely-brand-new-not-connected-to-any-past-generation* pokemon, as you so claim it is, has an eery likeness to Luvdisc, and then proceed to complain how GF has lost its creativity and that Zekrom has Palkia's legs, etc. as with all the other ridiculous speculation that sprouts on this forum when too little info on a new pokemon is released. **rolls eyes**